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Fabels
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Fabels

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Marketing Communications Plan designed for the launch of FABELS, a western wear collection by FabIndia.

Marketing Communications Plan designed for the launch of FABELS, a western wear collection by FabIndia.

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  • Big metros
    Sync with audience
    India Map with geo pins
  • Problem definition
    We don’t want the communication idea to be about ‘change’ in either the attitudes, perceptions or behaviors towards Fabindia.
    The aim is to use the brand equity of fabindia, and the trust of quality, the association with class and Indian image, and extend it to Fables.
  • Rationale: Project themselves + want to be heard - without the need to shout/ be loud - They want the comfort of being themselves - NOT try hard
  • Transcript

    • 1. INTEGRATED MARKETING COMMUNICATION PLAN for The Launch of FABELS This document was prepared in June 2014 as part of an academic group project by PGDM Participants of SPJIMR, Mumbai. Assumptions have been taken wherever adequate and accurate information was unavailable.
    • 2. FABELS Integrated Marketing Communication
    • 3. Context
    • 4. • Founded by American, John Bissell to: • Develop market for hand-woven products • Provide rural employment • Incorporated in 1960 in Delhi to export upholstery fabric • 1974: Fabindia’s first retail store in Greater Kailash with adhoc merchandising • 1977: Featured contemporary design to attract consumers and designers • Garments were introduced in 1980s after John Bissell got khadi shirts made for himself • John Bissell dies in 1998, passing the baton to son William Bissell who becomes MD in 1999 • 2000: Fabindia launches its range of home furniture • 2004-2005: Launches organic foods and personal care products Brand History
    • 5. FABINDIA Banners placed in malls and on streets approaching the store In-Store Activities to push the sales and increase customer engagement Fabindia relies heavily on word of mouth for promotion Fabindia has a strong social presence, has more than 95k likes Myntra is the only e-tailer that sells Fabindia products online Current Communication
    • 6. Brand Issues in designing campaign The brand does not associate in much ATL advertising and relies mostly on the Word of Mouth The Indian Image of the brand does not permit any over the top communication for the brand The communication for the brand needs to be well defined to ensure no cannibalization with its Indo-Western range The key message to be communicated needs to be in line with the brand’s image of being a simple and earthly brand, which is Indian at heart The communication should be true to the brand’s identity of the perfect fusion of Indian ethos in western wear
    • 7. SWOT O T OPPORTUNITY THREAT S W WEAKNES S STRENGTH 1. The brand is losing out on attracting new customers as it hugely depends on repeat purchases 2. Not enough experienced personnel to push FABINDIA towards growth in the retail sector 3. Limited global penetration despite huge potential in NRI market 1.Unorganized local players can be a serious threat to the brand 2. Development of state owned co-operatives in the same segment can be serious competition 3.Consumers tilt towards foreign brands in the lifestyle segment 4. Entry of organized brands and companies into retail 1. Maintained its Indian-ness with the authenticity of hand-woven fabric for over years 2. The brand has provided sustainable employment for the skilled artisans in rural areas 3. The autonomy given to employees has helped induce accountability 4. The fact that the brand strongly believes in word of mouth marketing which has proved very effective as the brand does not advertise 1. The brand needs to tap the potential of organic foods by creating awareness about their merits 2. Display of FABINDIA products in MBO’s and collaborating with various construction groups would give greater visibility to the brand 3. Geographic expansion in US and UK with huge Indian population
    • 8. Competition Communication
    • 9. Mango Spanish fashion brand Mango has released a preview of its spring-summer 2014 campaign starring top model Daria Werbowy. Uploaded the “behind the scenes” video first Zara The “Detox Zara” campaign was launched with Greenpeace foundation This included over 320,000 people joining the campaign online, over 44,000 mentions of Zara and the Detox campaign on Twitter alone, and a reach of over 7.1 million people across Twitter and Weibo
    • 10. Anokhi For over 40 years, Anokhi’s ideals have been those of conservation and development, through the input of design, marketing and project funding. Advertises only through Facebook and posts pictures of latest designs Like count: 35400 Biba Launched in 1988 Sponsor stores and fashion shows and posts pictures of latest designs on Facebook Launched special Spring Collection and Mother’s day Collection Like count: 256000
    • 11. FABELS by Fabindia
    • 12. The new western wear line launched in April 2014 Targeted to high profile clients, who like premium Semi casual wear, not completely casual. Designed by luxury brands designer, Alistair Blair Clothes made out of natural Indian fabrics The designs start at Rs 790 and can go up to Rs 5,890 Why is it Launched ? Identified a gap in their product offering To keep up with changing fashion trends and consumer tastes To tap into the younger age group in its expansion plans Western-wear a must to launch to stay profitable Failure of the acquired brand – East ( touted as too western hence rejected) To sell associated products, Bags, Laptop sleeves accessories etc. Plan is to create standalone Fabels stores have the collections available at multi-brand stores
    • 13. Marketing objective Fabels was launched to aid in the 10% incremental growth the Fabindia targeted over 18 months. Communication objective [Create awareness and an intention to purchase] I want the prospect to select Fabels as the brand of choice instead of other national and international brands. What type of demand do we wish to generate? Demand for Fabels from those in the market to buy western wear.
    • 14. Live in Tier 1, 2 Ethnic wear generally being restricted to occasions Wear the likes of Zara, Mango etc. Who are we selling to? Confident men and women who wear western outfits but have so far been limited by the available options. They want to get noticed, but not through loud dressing. Wear clothes that are stylish yet comfortable well read and updated about latest fashion Not very price sensitive Complete their outfits with accessories Ambitious and career oriented Essentially Indian Demographics 25-40 years of age
    • 15. Findings 56.3 % Are aware because of Word of Mouth promotions All other sources (except store presence) account for less than 13% 83% Have visited the store more than once a month Only 11% are aware of the Fabels collection 55% Were either satisfied or extremely satisfied with the brand 42% wished to know about the brand offerings sooner 65% 80% Willing to visit the store again and try new collections Only 25% went shopping alone to the store Were unaware of the online selling of the brand 58.3% expressed the desire to purchase online
    • 16. Consumer Insight People want to project themselves in a certain way to increase the likelihood of being heard. Target Buying Incentive I will buy a product that will make me look good and feel comfortable, without trying too hard and thus giving me the confidence to be who I am more than any other product in the category
    • 17. Big Idea MAKE A STATEMENT effortlessly Style Statement Be Heard Stylish Comfortable Confident Free Intrinsic character: Indian
    • 18. Make a statement effortlessly Phase 1 Phase 2 Phase 3 Take Off: Fashion show Magazine Ads Press releases Launch page on Website Land: POS engagement Loyalists networking event Social Network engagement App engagement Guerrilla Glide: OOH POS Print media Catalogues Banners Direct Mailers Social Media Digital Launch Airplane magazines
    • 19. Phase 1: Take-Off
    • 20. Lifestyle Magazine Release: Fashion magazines like cosmo, Vogue, Travel magazines, Sunday supplements, business magazines Fashion Show: For the official launch of the line, invite fashion critics and socialites Introduce the Esteemed designer
    • 21. Introducing Fabels Press Release: Information regarding the new line by the top management in all the major papers Website: Grand banner for Fabels on Fabindia website, And a dedicated landing page
    • 22. Phase 2: Glide
    • 23. Fabindia introduces FABELS, Have you checked it out yet? Available at select stores, To know more, visit www.fabindia.com or like our fb page Airplane magazines mostly visited by Corporates/business travellers Integrated with Website and FB page Spring summer collection - 2014 FABELS BY FABINDIA Catalogue/Brochures Snapshots of the latest Fabels’ collection (to be sent via mail to Fabindia loyalists or to the available database)
    • 24. Newspaper ads, magazine ads released in supplements and as loose inserts OOH- in various places metros, red lights, corporate Areas QR codes for engagement and database
    • 25. success PR exercises Fashion Blogs, newspaper articles Launching Line of Facebook- Creating Buzz
    • 26. FABELS BY FABINDIA Exclusively on Myntra Exclusive launch on Myntra Leverage existing partnership Launching on Twitter- #FABELS #FabelousMe #effortlesslyfabelous
    • 27. • Built as an extension to the online selling by Fabindia • Would be used to project the modern day image of the Fabels collection • The App can be used to engage the customers by offering combo links to avail any offers • The app would be up-to-date with the latest collection and would prove handy for the on the go customer • Also, the app has a section of styling where the customer can know the latest trends in fashion Mobile App
    • 28. Direct Mailers consisting of information about the deals and site, sent to Database of Fabindia customers and other databases
    • 29. Phase 3: Land
    • 30. Social Media
    • 31. A weekly Diary entry on Fb Page which will contain the story of the fabric or the Craftsman, along with the Fabel product. These posts would give recognition to the people behind the making of these dresses. Let people share and tweet
    • 32. FABELS YouTube Channel: Get the look This is a channel that gives you makeover and styling tips with Apparel and accessories of Fabels Allows you to update your made-over look at #FabelousMe and get goodies
    • 33. POS
    • 34. Fabel Section In the store Fabel section should have a distinguishing feel about it. The walls in that section should have photos of craftsmen and the fabric It would have distinguishing modern yet traditional look to it by using strong colors such as red, orange, black and Off-white only used as major shades for walls and ceilings
    • 35. Interactive TV Media An interactive Media Television which shows the fabric, the excerpts of craftsmen who made the dresses. It also shows the women who have posted photos on #FabelousMe #effortlesslyfabelous Shows live Tweets Along with the Fashion show replay and the Designer’s messages
    • 36. Photo Booth- the dressing room inside the store will have an option to take a ‘selfie’ in Fabels clothes and share directly on social media. #FabelousMe #LetMeTakeASelfie (leverage on popular hashtags) Concept: Social engagement (like Likes) to drive awareness and sales. #effortlesslyfabelous
    • 37. FB ‘Like’ Counter- An FB like meter kept at payment counter. The like goes up each time anyone likes the Fabindia page. At every 300th like (multiples of 300),the lucky buyer at the counter will get a gift voucher or a discount of 10% on the purchase.
    • 38. Going Digitized- Ipad containing the entire Fabels catalogue at the store which is convenient for customers to go through he collections esp. in times of rush It also informs you about the various promotional offers/ events
    • 39. Reach the next floor Effortlessly Reach Effortlessly Fabels by Fabindia Elevator Ads- In corporate offices, malls Escalator prints- In corporate offices, metro stations, malls etc. Concept: To gain undivided attention
    • 40. Appeal and Strategy
    • 41. Head Phase 1 Phase 2 Phase 3 Objective To generate awareness about the line, create a buzz , build intent to visit the store and check out To trigger a change in the attitude of Customers towards Fabindia products, To change perception about the brand Fabindia To engage customers with Fabindia and the line Fabels, to create purchase intent Message Appeal Buzz Benefit Benefit Message Strategy Brand Image Duration 2 Weeks 4 Weeks 8 Weeks
    • 42. Behavioral Timeline
    • 43. Decision Making Process People Involved in DMP Role they play HOE/AIDA stage they appear Spouse Purchaser Purchase Mother Decider, Purchaser Awareness, purchase Father Influencer Knowledge Colleagues Influencer Knowledge, Preference Fashion Journalist Influencer Interest, Preference Role Celebrity Endorser Interest, preference Store Staff Influencer Purchase, Preference Shop Owner Initiator, Stockist Awareness, Purchase
    • 44. People whose participation is necessary Desired action Motivation Spouse Buy for Spouse Wants spouse to look good Mother Buy/ Suggest Wishes children to look good in a comfortable wear Father Suggest Wishes children to be comfortable Colleagues Advice Had a good prior experience with Fabels Fashion Journalist Recommend Belief in product Role Celebrity Endorse For money/popularity Store Staff strongly influence, recommend Makes oneself feel important Shop Owner Recommend Sales, higher margins, promotes brand Roles and Motive
    • 45. MONTHS >>> -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 Public Relations Identify magazines and newspapers for PR Invite journalists for writing articles about the Indian fabrics mentionining Fabels Invite Fashion Bloggers Newspapers Print Flyers Supply fliers with leading magazines Magazines Launch in all the leading magazines OOH Brochures Print information material Send brochures to brand loyalist On ground Promotion Fashion Show Contact the Fashion House Fashion Launches across Mumbai, Delhi Evening Party Inform chosen people from different walks of life Invite and casual showcase of the fabel line Social Media Facebook/ Twitter Launch fabel webpage Engagement plans on the page Fabindia Website Launch fabel webpage Youtube Create brand channel on comfort western wear Tie up with YT tru View Ads Digital Mobile App Launch of App across all mobile OS platforms POS FabIndia Booths Design booths to capture images of people Set up booth across all leading stores Interactive TV Arrange photos of fabric, craftsman Display of experts of craftsman and their craft I Pad Arrange photos of fabric, craftsman Procuring Ipads Distribution acoss stores Displaying product lineup through iapds Design of Mobile App Invite RFP from Ad agencies Finalise Agency Launch of campaign acroos leading newspapers Draw the plan Get budget approvals communicate the brief OOH Billboard depicting the brand image of fabels Website Design plan
    • 46. Metrics
    • 47. TYPE METRICS Print  Readership Response Measure ,  Brand awareness, brand likeability,  For OOH ( through QR codes) On-Ground Promotions Eyeballs, Footfalls, Response measure Internet  Website: traffic, time spent, page views, bounce rate SEM: Click-through-rate (CTR) and Cost per acquisition (CPA)  Display advertising: CPM  Remarketing (for those who have visited Fabels page online): CTR Public Relations Share of Voice, Share of Space, Media covered Social Media  YouTube: Percentage of 100% views for TruView (skippable ads), subscribers for the brand channel, views and shares for individual videos  Social: Likes, Posts, Shares, Retweets, Favorites, Comments - sentiment analysis Point of Sales  Promos  Aided/Unaided trials at the booth  Photo Booth: Number of photos posted with #FabelousMe , #effortlesslyfabelous
    • 48. Financials
    • 49. Calculating CPM: Cost per thousand Impressions Mode Cost Reach CPM BTL Public Relations 10,00,000 50,00,000 200.0 ATL Print Newspapers Flyers Magazines OOH Brochures ATL On-ground Promotion Fashion Show Evening Party BTL Social Media FB / Twitter Fabindia website Youtube BTL Digital Mobile App 50,000 10,000 5000.0 BTL Point of Sale Fabindia booths Interactive TV iPad 8.0 153333.3 1,00,000 23,00,000 20,00,000 1,25,00,000 15,000 2,67,00,000 5,00,00,000 534.0 40,00,000 2000.0
    • 50. Decision Making Priority in comm Eff Wt. Eff Eff Wt. Eff Eff Wt. Eff Eff Wt. Eff Eff Wt. Eff Eff Wt. Eff Awareness 30% 15 4.5 35 10.5 50 15 25 7.5 10 3 8 2.4 Apparel Search 20% 10 2 35 7 20 4 30 6 10 2 10 2 Evaluation of Alternatives 15% 40 6 15 2.25 10 1.5 25 3.75 20 3 30 4.5 Purchase 15% 20 3 10 1.5 10 1.5 10 1.5 50 7.5 45 6.75 Evaluation 20% 15 3 5 1 10 2 10 2 10 2 7 1.4 18.5 22.3 24 20.8 17.5 17.1 Public Relations Print On-ground Promotions Social Media Digital Point of Sale ROI and Budget Allocation Total Budget 2,00,00,000 INR BTL ATL ATL BTL BTL BTL Public Relations Print On-ground Promotions Social Media Digital Point of Sale Relative Effectiveness 18.5 22.25 24.00 20.75 17.5 17.05 CPM (in $) 200.0 534.0 2000.0 8.0 5000.0 153333.3 ROI=Eff/CPM 0.09 0.04 0.01 2.59 0.0035 0.00011 Optimal Spend Ratio Ratio Ratio Complete Ratio Ratio (in Rupees) 1,25,52,309 56,54,193 16,28,408 1,00,000 50,000 15,089 Taking into consideration 20:80 for ATL 1,58,30,789 31,05,590 8,94,410 1,00,000 50,000 19,211
    • 51. Appendix
    • 52. 56.3% 56.3% 6.3% 12.5% 1.6% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% WoM Store Print Media Online Other Means of Awareness Primary Research 14.1% 51.6% 57.8% 18.8% 35.9% Standout Feature Value for Money Design and Quality of Fabric Indianness in the attires Shopping experience Sourcing of products from rural handicraft industry 12.5% 42.9% 37.5% 7.1% Extremely Satisfied Satisified Satisfied but consider it a little pricey Not satisfied Satisfaction Level 84% 70% 44% 53% 52% 55% 17% 0% 20% 40% 60% 80% 100% Women's wear Men's Wear Personal Care Organic Accesories Home Decor Fables Collection Awareness about Product
    • 53. References
    • 54. Http://www.mbaskool.com/brandguide/lifestyle-and-retail/2843-fabindia.html http://www.scribd.com/doc/22574825/Strategic-Analysis-FabIndia http://prezi.com/4m7letuddajq/fabindia/ http://www.fabindia.com/company/ https://twitter.com/FabindiaNews https://www.facebook.com/AnokhiIndia?fref=ts https://www.facebook.com/BibaIndia?fref=ts http://economictimes.indiatimes.com/industry/cons-products/garments-/-textiles/fabindia-to-launch-western-wear- brand-fable-next-week/articleshow/33875486.cms http://businesstoday.intoday.in/story/fabindia-gears-up-to-follow-high-growth-path/1/205594.html
    • 55. THANK YOU Nitesh Bhasin | Nupur Bansal | Prakhar Jain | Ruchir Gupta | Tanya Malhotra | Tulika Roy Choudhry

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